Have Comparethemarket.com's meerkat mascots had their day on social media?

Comparethemarket.com introduced Aleksandr Orlov, the aristocratic Russian meerkat, in 2009. At the heart of the ads was his frustration at his site Comparethemeerkat.com being confused with that of the price-comparison brand.

The CGI meerkats transformed the brand’s fortunes, with market share and sales improving significantly. As the public took them to their heart, so they also memorised the site’s URL.

Comparethemarket’s ad strategy lends itself better to social than those of its rivals; Orlov has 807,000 Facebook fans and more than 60,000 Twitter followers. A twist in the creative this year, the introduction of Comparethemarket "founder" Maurice Wigglethorpe-Throom, played by Robert Webb, has provided further opportunities for content.

While some online commenters claim to be fed up with the meerkats, with growing Facebook and Twitter fanbases it may be some time yet before they are taken off our screens.

42% of all conversations about ease of use favoured Confused.com. Features that repeatedly won praise from commentators included navigability, remembering their previous searches, updated car valuations and one-click quotes.

65% of comments related to Comparethemarket.com's ads. Marketing-related commentary on Facebook was mainly positive, but elsewhere, the more common attitude toward the brand's advertising was one of tired derision.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message